Jaeger In Bloom

AS Jaeger London gears up to hit the London Fashion Week catwalk for a second season, designer Karen Boyd has given VOGUE.COM an exclusive insight into what makes its spring/summer 2009 look tick.

"The summer collection is a real kaleidoscope of optimistic colour and print, a magical mystery tour through an idyllic British summertime; poppies and rainbows, maypoles, daisy chains and turtle doves, elements of UK folklore distorted through a blur of heat haze," she explains.

"There are lots of contrasting elements, lots of playing around with a lightness of volume, and ways of drawing and cinching it into the body for volume that flatters, alongside strictly tailored separates in unexpected bold colours and graphic raffia weaves."

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And if the critical success of its first catwalk collection - for autumn/winter 2008-9 - is anything to go by, the heady vibe of optimism can be expected to extend further than the label's new season designs.

"We are delighted to be showing Jaeger London at London Fashion Week for the second season," says Belinda Earl, Jaeger Group chief executive. "Our spring/summer 2009 collection really demonstrates the continued investment in our design innovation and development of the Jaeger brand. Our autumn/winter 2008-9 collection is now available in store and online, with strong early season sales."